One of the most important aspects of marketing and communications is influencing the way customers (and potential customers) experience your brand. What comes to mind when they think of your brand?

A clear value proposition simplifies why customers should choose you. Tailor UVPs for brands, products or features to resonate effectively. Highlight unique benefits that solve customer problems ...

Startup founders often lack time but they should invest resources in identifying a winning brand position that will then drive all their strategic decisions. A clear brand positioning statement can ...

Ellie Victor, Cofounder and CEO of ZOOM Marketing, one of Silicon Valley's premier positioning agencies with hundreds of successful clients. There’s an interesting conundrum in the marketing world: ...